A Desi Doll branded expanded pop up is underway within Selfridges FAO Schwarz toy department to coincide with Ramadan and Eid. 

The Desi Doll brand is currently featured in the main toy promotion area in Selfridges in London, Manchester and Birmingham and founder, Farzana Rahman, says it is making quite an impact.

“We’re super grateful to the toy leadership team at Selfridges for offering us this amazing opportunity that spotlights our Desi Doll brand during this key gifting season,” she told Toy World. “Sales have been excellent and the numbers speak for themselves.”

Desi Doll will be celebrating two years of being stocked in Selfridges this summer. Buyers there originally contacted the company in what Farzana describes as a ‘dream transaction’, and the range appeared on shelf in the FAO Schwarz concession in under two months from the first meeting between the buying team and The Desi Doll Company.

The dedicated pop up will draw focus on the range during Ramadan and in Eid. Desi Doll company’s fun, interactive and unique toy designs teach children about the Islamic faith and make great gifts all year round. They are also suitable for pre-schools and nurseries looking to add diverse and inclusive toys to their settings.

“Selfridges is really leading the way in diversity and inclusivity especially in its toy department,” Farzana added. “And the feedback from customers has been amazing.”

The collection has been designed to help promote respect and understanding amongst Muslim children and peer groups who may not share the same faith. It aims to teach young children that having different faiths does not matter in friendship, and that people have plenty in common regardless of faith.

Desi Doll has also been invited to hold brand training sessions/workshops within all three stores, where staff enjoyed getting hands on with the toys and were intrigued to learn the key features and benefits that the interactive and educational range offers, enabling them to better serve their customers.

The range can be viewed on the company website here, and readers can get in touch with Farzana at farzana@desidollcompany.com.